Imagine this — your marketing team is generating more leads than ever before. And at the same time, you’re facing a reduction in sales team staff.
Sounds impossible to overcome, right?
With the best tools, like Marketing Cloud Account Engagement (Pardot), and a winning lead prioritization strategy, you can tackle these obstacles head-on and turn them into opportunities for success.
As a marketing consultant who has worked with numerous sales teams, I understand the challenges that can arise with lead prioritization and management. Let me tell you, there’s nothing more exhilarating than overcoming those challenges!
Here are five lead prioritization strategies lean sales teams can follow to maximize their impact.
Lead Prioritization Strategy #1. Rank Your Leads with Scoring and Grading
One of the most effective ways to prioritize your leads is through scoring and grading criteria. By setting up a system that assigns points based on the level of engagement demonstrated by each lead, you can quickly identify those with the highest potential for conversion.
For example, a lead who has visited your website multiple times, downloaded whitepapers, and attended webinars may be given a higher score than one who has only filled out a form. In addition to assigning scores, you can also use grading criteria to evaluate the overall quality of a lead based on factors such as company size, industry, and location.
Lead Prioritization Strategy #2. Fast-Track Urgent Leads with Qualifying Questions
Another strategy to prioritize your leads is by adding a qualifying question to your lead capture forms. This can help fast track leads that are urgent or ready to close, while the remaining leads can be put into a lead nurture campaign that includes emails from your sales staff to keep them engaged and interested.
For example, a qualifying question could ask whether the lead is actively seeking a solution for their problem or if they are just researching their options. By segmenting your leads based on their level of intent, you can ensure that your sales team is focusing their efforts on those with the greatest potential for conversion.
Lead Prioritization Strategy #3. Automate Lead Follow-Up with Autoresponders
Setting up autoresponders is another strategy to keep your leads engaged and ensure that they don’t fall through the cracks. Autoresponders are automated emails that are triggered by specific actions, such as filling out a form or downloading a whitepaper.
Layer in a custom redirect behind a CTA button to track which converts the most. These emails can acknowledge and thank leads for their interest, and provide them with additional information and resources to keep them engaged.
Lead Prioritization Strategy #4. Qualify and Prioritize Leads with Chatbot Technology
Another tool to consider when managing the influx of leads is through chatbot technology. Chatbots are automated messaging platforms that can be integrated into your website or messaging apps to provide immediate responses to leads and qualify them before transferring them to your sales team.
By using chatbots, you can provide a personalized experience for your leads, answering their questions and guiding them through the sales process, all while gathering important information about their needs and preferences.
This can help reduce the workload on your sales team by providing a pre-qualified lead before they even reach out. Furthermore, chatbots can operate 24/7, allowing you to capture leads even when your sales team is not available. With the help of chatbot technology, you can improve your lead generation efforts and ensure that your sales team is focusing on the most promising opportunities.
Lead Prioritization Strategy #5. Maximize Lead Contact with a BDR Agency
If your sales team is still struggling to keep up with the volume of leads, you may want to consider using a Business Development Representative (BDR) agency to handle initial contact with leads and prioritize the most promising ones to send to your sales team. A BDR agency can help ensure that each lead is contacted promptly and that priority ones are directed to your sales team for follow-up.
Use Strategies That Focus on the Hottest Leads
We all know managing the influx of leads can be a challenge, but with the right strategies and tools, you can streamline your team’s efforts and focus on the most promising leads. Marketing Cloud Account Engagement (Pardot) offers several features that can help you score and grade leads, add qualifying questions to form and set up autoresponders. You might even consider outsourcing a BDR agency if necessary.
By prioritizing and automating effectively, you can maximize your sales team’s productivity, convert more leads, and save money by cutting out ineffective practices.
Need help building your lead prioritization strategy? Drop us a line to chat about it.